无应答式李克特量表在旅游研究中的应用检验  

On the Application and Testing of Non-response Option of Likert-type Scales in Tourism Research

作　　者：白凯[1,2] 

机构地区：[1]陕西师范大学旅游与环境学院,陕西西安710062 [2]北京大学光华管理学院,北京100871

出　　处：《旅游学刊》2011年第4期29-35,共7页Tourism Tribune

基　　金：国家自然科学基金(40901077/40771058);陕西省软科学项目(2010KRM96)共同资助~~

摘　　要：量表是心理与行为研究的主要工具之一,用以测量态度的李克特量表已成为调查研究中使用最广泛的测量方式。但该方式在回答选项时存在一定的缺陷,即选项无法反映在某些特定条件下,受调查者可能因为关键知识或相关经验的缺乏而无法回答。基于该问题,文章以我国入境旅游热点城市知名度为研究内容,在研究设计中增加李克特量表的"无应答"选项,通过大样本量调查数据支持,对包含"无应答"选项数据和剔除"无应答"选项数据进行了信度和效度检验,研究结果显示:①包含"无应答"选项的数据与剔除"无应答"选项的数据均通过了总体信度和效度检验;②包含"无应答"选项的数据在总体信度、效度指标上明显优于剔除"无应答"选项的数据;③包含"无应答"选项的数据在检验过程中,虽有少量测项未通过相关指标检验,但其存在对研究设计的完整具有明显意义,存在合理并且不影响数据的整体检验结果。鉴于此,笔者建议,在未来类同研究中,研究者应增设李克特量表的"无应答"选项,以确保研究数据信息蕴涵的完整性。Questionnaire is one of the primary tools for psychological and behavioral research.Likert-type scale used to measure attitude has been the most widely used way in the study of survey.However,there is a design flaw in the answer options,which means in some cases the respondents might not be able to answer because of lack of key knowledge and relevant experiences.For this issue,based on the large sample survey data,with the popularity of China’s inbound travel hot cities as study content,we test the validity and reliability between＂nonresponse＂and deleted＂non-response option＂data.The results show that： 1.both ＂non-response ＂ data and deleted ＂nonresponse＂data pass overall testing of validity and reliability.2.the validity and reliability of ＂non-response＂ option data are significantly better than deleted＂non-response＂data.3.despite the fact that there are some testing items that do not meet relevant indicators,its existence is of distinct significance to original study design and does not affect the overall data testing results.Therefore,the author suggests in the similar future studies,researchers should increase ＂non-response＂options to ensure the integrity of data information.

关 键 词：李克特量表 无应答选项 入境游客 旅游知名度 检验对比 

分 类 号：F592[经济管理—旅游管理]